Luyao (Doris) Liu

Jersey City, NJ| 585-404-6403| Luyao.Liu@simon.rochester.edu| www.linkedin.com/in/luyao-liu

EDUCATION
SIMON BUSINESS SCHOOL, University of Rochester – Rochester, NY Dec. 2019
Master of Science in Marketing Analytics (A STEM-Certified Program), GPA: 3.6/4.0
Courses: Business Analytics, Advanced Marketing Analytics, Statistics, etc. Available for full time work immediately
NANJING UNIVERSITY – Nanjing, China July 2017
Bachelor of Business Administration
Activities: Co-Founder of Lean In NJU, Campus Marketing Lead for a Travel Start-Up.
PROFESSIONAL EXPERIENCE
SIMON BUSINESS SCHOOL Rochester, NY
Web Optimization Analyst, Project Jan. 2019 – May 2019
Improved conversion rate of Simon website following UX design and hypotheses testing.
 Designed project roadmap and measurement plans, studied Google Trends data and customer journey (Focus Group),
identified key uncertainties and funnel touchpoints, and offered CRO hypotheses.
 Tracked web performance (30K+ panel data) weekly, analyzing KPIs, creating automatic dashboards and providing
on-going insights about user behaviors by demographics. (Google Analytics)
 Conducted a Conjoint Survey (Multi-attribute regression & Logit Model), implemented web design A/B &
Multivariate testing, and improved conversion rate by 3.6%. (R)
WEGMANS FOOD MARKETS Rochester, NY
Market Research Analyst, Project Jan. 2019 – Mar. 2019
Delivered insights about new flavors of private label Greek Yogurt utilizing survey and text analysis.
 Crawled the yogurt-related text data from social media of recent 5 years, leveraged Statistical Natural Language
Processing to drive insights, and visualized time series of yogurt attributes’ trend. (R)
 Built ETL processes to warehouse survey raw data (3K+ obs. of 37 variables), designed loyalty member and sales
database (1.6 million+ obs.) relational schema, and identified segmentation by propensity model. (MySQL, R)
 Presented reports to stakeholders: Insights of top new flavors visualized through survey and database analysis, pricing
strategy via EVA, market demand projection, and market entry strategy through financial analysis. (Tableau, R)
BANK-X Rochester, NY
Marketing Data Analyst, Project Nov. 2018 – Dec. 2018
Enhanced marketing effectiveness of Individual Retirement Accounts for existing customers via predictive analysis.
 Cleaned, integrated and analyzed existing customers’ data (60K+ obs. of 11 variables), detected retention rate through
Cohort Analysis, calculated Customer Lifetime Value, and built segmentation. (R)
 Conducted predictive analysis to figure out potential IRA buyers of primary segments, assessing diverse models with
cross validation; Deep dived into classification tree model, and constructed confusion matrix to validate performance.
 Interpreted prediction result into business solution, produced segmented marketing plans based on acquisition cost
and CLV, leading to 12.4% profit increase and 86% marketing effectiveness increase.
CTRIP.COM INTERNATIONAL LTD. Shanghai, China
Product Analyst Intern, Global Shopping SBU Mar. 2018 – June 2018
Managed ad product and optimized ad budget allocation based on performance analytics.
 Extracted ad data pipelines, auto-reported advertising performance KPIs (RoAS, eCPM, CTR) weekly for external
advertisers, and collaborated cross-functionally with 7 Business Development teams to generate ad-hoc reports to
internally support destination marketing strategy. (MySQL, R)
 Assessed banner ad performance of 24 regions’ landing pages, and facilitated in ad budget allocation. (Excel)
 Supported tracking tags, attribution, design testing and troubleshooting, and managed ad content in the CMS platform.
THE MCCANN WORLDGROUP Shanghai, China
Digital Analyst & Operations Intern, MRM//McCann June 2016 – Sept. 2016
Clients: FamilyMart Loyalty Card, L'Oréal Professionnel
 Generated Social Media engagement KPIs report weekly, analyzed factors (Promotion, TPR, etc.) on subscription
using Regression model, and pitched user acquisition and reactivation strategy. (Excel, SPSS)
 Executed 3C analysis of FamilyMart client, including competitor intelligence, consumer social listening and
company’s SWOT analysis, and recommended loyalty member marketing strategy. (Excel, Nielson data)
 Operated client’s social media account with 3.7 million subscribers, coordinated with the Copy and Art teams to
publish content, and successfully drove 200K+ pageviews weekly and 300K+ increase in monthly subscribers.